I see text blogging and video blogging as the same and both can generate the positive behaviors described in the article.
When students write deeply, about ideas they care about (in this case, books and reading), their voices organically begin to take shape. Their words start to sound like them and represent them as readers, but more importantly, as people.
By having students blog, you are giving them a place to share their love of reading
Not to say that writing for a teacher contains no value, it does, but when a student writes for an audience of 100 or 1,000, neat things start to happen. The ownership they feel over their words increases.
Thanks to the wonderful world of social media, students have a closer connection than ever to their literary celebrities.